Canada's Bell Media Invests in Social Network Hubub

The TV networks giant will spend millions to market the digital startup

Top-rated Canadian broadcaster Bell Media has invested $5 million in homegrown social networking startup Hubub.

With Facebook and Twitter already dominating the Canadian social media space, Bell Media wants in on the action with a 5 percent stake in the digital upstart. Hubub's flagship products are social media channels where users explore and discuss common interests.

Bell Media, which operates the CTV network and a stable of cable and pay TV channels, will use Hubub to leverage its network brands and see Canadians create fan pages around popular TV series it airs, such as Doctor Who, The Big Bang Theory and Orphan Black.

The broadcaster will also lend its marketing muscle to Hubub, which will shortly launch a mobile app. "We see Hubub at the intersection of social and search, the two digital categories that continue to see significant growth," said Bell Media president Kevin Crull on Wednesday. "It’s also the perfect social complement to our media properties and talent, leveraging the significant conversation around news, sports and entertainment that originate with our brands," he added.

Oct. 1, 11:55 am Updated story with new information about the size of Bell Media's stake in Hubub